The consumer decision journey - post purchase experience and advocacy

1. HEADSTREAM PRESENTS
BUILDING AN FMCG SOCIAL BRAND
A HEADSTREAM SOCIAL BRANDS 100 REPORT
PT.3 POST PURCHASE EXPERIENCE AND ADVOCACY
HEADSTREAM.COM | FEBRUARY 2013

2. ABOUT
A free copy of the full report will be available on
1st March 2013.
About This Report:
• 31 Page Report
• 20 best in class case studies
• 14 Vital Questions to ask your business
• FMCG brands benchmarked against Social
Brands 100 methodology
• 21 Trends identified
HEADSTREAM.COM | FEBRUARY 2013

3. CUSTOMER DECISION JOURNEY
This white paper has been created by We have examined the social media
Headstream to assist FMCG marketers as marketing communication activity of
they plan their strategies and budgets for FMCG brands globally over the past 12
2013. It provides a broad range of case months.
studies working within the new
Consumer Decision Journey model To provide structure to the FMCG social
(below) to assist FMCG brands as they media activity explored, we have
consider how social media can support segmented the examples featured into
their business goals. three key phases of the consumer
decision journey:
• Initial consideration – Trigger
• Active evaluation – Information
gathering, shopping and buying
• Post purchase experience and advocacy
Consumer Decision Journey - McKinsey Solution 2010 HEADSTREAM.COM | FEBRUARY 2013

4. POST PURCHASE EXPERIENCE AND ADVOCACY
Once a product purchase has been made, the post purchase experience kicks in,
and brands need to ensure they are supporting the consumer on a continuous
journey. Following a purchase it is not uncommon for consumers to use social
media such as forums and social networks to share and validate their recent
purchases.
Savvy marketers are looking to join the conversation at this stage and providing an
after-sales experience that inspires loyalty, repeat purchases and keeps competitor
products/services at bay is key. This brand presence should not be limited to
online, but consideration is given to blending the social web and physical world
together to create new experiences.
HEADSTREAM.COM | FEBRUARY 2013

5. EXCLUSIVECONTENT
AUGMENTED REALITYAND SOCIAL SHARING
Brands are increasingly using augmented reality to augment (overlay) real-world products with
virtual experiences, as a way of bringing packaging to life in more exciting and engaging ways.
Starbucks for Valentine’s Day produced
heart print coffee cups. Customers who
downloaded the Cup Magic iPhone app and
placed the cup within the phone’s vision,
experienced the hearts coming to life with
heart-shaped flower petals flying off of the
cup.
You could then send a video of the scene to
your loved one directly via Facebook.
http://www.starbucks.com/coffeehouse/m
obile-apps/starbucks-cup-magic
HEADSTREAM.COM | FEBRUARY 2013

6. EXCLUSIVE CONTENT –QR CODES
FMCG brands are beginning to use QR codes on product packaging, creating more
visual and interactive experiences for customers. The experiences delivered in the
form of functional, educational or pure entertainment content are delivered simply
through customers pointing their smartphone at the QR code.
Salanova, a salad company from
Holland, employed QR codes on their
‘Salafresh’ product, which is a potted
salad lettuce that enables you to grow
your own salad in the kitchen. When
consumers scan the code, they are
directed to a mobile-friendly version of
the site where they can find recipes,
inspiration and other salad
information and tips.
http://www.salanova.com
HEADSTREAM.COM | FEBRUARY 2013

7. REWARD - ADVOCACY
For FMCG brands, social networks and location based networks can be an inexpensive way to generate
earned media about product or brand at a specific location, with the opportunity to identify and form closer
relationships with loyal customers with rewards.
For Starbucks, regular customers can ‘check-in’ using
Foursquare. The person with the most check-ins at a
particular store would earn the title of ‘Mayor’ and would
be rewarded with free coffee at that store. Moving beyond
monetary rewards, Starbucks provided rewards such as
invitations to special events and exclusive digital content.
Diet Coke rewarded its loyal fans by offering them the
chance to receive a 30-second party to celebrate the brand’s
30th anniversary. People were invited to tweet
@DietCokeUS and complete a task, such as completing a
sentence. Winners were thrown a short party and received
a year’s supply of Diet Coke.
HEADSTREAM.COM | FEBRUARY 2013

8. REPUTATION MANAGEMENT
An online reputation management strategy is not just about managing negative
comments and detractors within the online space, more importantly it forms part of
strategic brand management. Monitoring, identifying, and influencing your online
reputation within social space, can assist in developing new opportunities and
brand/product insights.
Kellogg’s ran a UK taste test panel with
online site NetMums for its new ‘Choc ‘n’
Roll’ cereal. Following the online
feedback on NetMums’ community
forums, Greg Peterson, the MD of
Kellogg’s worked with the forum to not
only discuss their thoughts on ‘Choc ‘n’
Roll’ but also to gather feedback and
answer questions on Kellogg’s cereal in
general.
HEADSTREAM.COM | FEBRUARY 2013

9. SOCIAL GOOD
Consumers are scrutinising the value of brands based on the social good they do in the world.
Successful brands currently doing social good are those who display authenticity with genuine
intentions, forming part of their wider corporate social responsibility program. Consumers can
see right through brands that do social good as a PR exercise in hope of a quick win, resulting
in a reputation management issue.
Innocent drinks partnered with National Trust
for an on-pack promotion and social media
campaign that aimed to increase the bee
population. The ‘buy one get one bee’
initiative was a push to help reduce the
disappearance of bees in the UK. Limited
edition bottles helped introduce 2 million
honeybees into Britain through its work.
Alongside the promotion, Innocent provided
The National Trust with beehives for 40 UK
sites and new beekeeper kits.
HEADSTREAM.COM | FEBRUARY 2013

10. CROWDSOURCING
Customer loyalty is predominantly down to trust. To develop trust within relationships, the key is to be
open and honest, which in business boils down to transparency.
Our networked world fuelled by social media has led to like minds connecting on topics of interest. For
savvy FMCG marketers, tapping into the thoughts and knowledge of like-minded communities has helped
with current and future product development. On some occasions this has delivered tremendous
competitive advantage.
Heineken partnered with global ideas and inspiration
website ‘PSFK’ to set up the ‘Ideas Brewery’, an
innovation competition encouraging readers around
the world to reinvent their long-standing draught
beer experience, packaging, sustainability and
transportation. The brand established the ‘Ideas
Brewery, a campaign set up to challenge the current
norms within the industry’. All ideas submitted were
voted upon by the community and finalists could win
cash prizes as well as be invited to participate in an
idea-enhancing workshop in Amsterdam.
Through this initiative Heineken has the potential to
use social to its fullest potential and create products
and services that have been created by the
community, for the community.
HEADSTREAM.COM | FEBRUARY 2013

11. ABOUT
For your full copy of the free report visit
www.headstream.com/social-brands
About This Report:
• 31 Page Report
• 20 best in class case studies
• 14 Vital Questions to ask your business
• FMCG brands benchmarked against Social
Brands 100 methodology
• 21 Trends identified
HEADSTREAM.COM | FEBRUARY 2013